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Tuesday, June 11, 2013

Branded Videos Shared More Than 500,000 Times Every 24 Hours

Recent research from the Unruly Social Video Lab has found there is a huge appetite for branded videos on the web. Unruly currently tracks 506,976 "shares" of online video ads every 24 hours.

Video Enjoyment

Viewers enjoy recommended videos more than non-recommended videos: there was a 14 percent increase in the number of people who enjoyed the video following a recommendation versus those who had discovered it by browsing. Moreover, a recommendation reduced the number of people who did not enjoy the video by 41 percent.

Brand Recall

Sixty-eight percent of viewers who had browsed to the video correctly recalled the brand when prompted, compared to 73 percent of viewers who had arrived at the video following a recommendation.

This 7 percent uplift suggests that video viewers are in a more receptive and attentive frame of mind following a recommendation, allowing brands that produce and distribute social content to benefit from closer communication with their audiences.

Online sharing and emailing of the link are immediate reactions, highlighting the need for sharing functionality within a video player - users do not come back and share a video later, it is a spontaneous exercise. Nine percent of users searched for the brand, and 4 percent of users searched for products of that type: social video viewing is having an effect across all aspects of the purchase funnel.

Conclusion

This research demonstrates that social video significantly increases brand attention. The power of social video lies in the recommendation to view content. This recommendation comes not only from peers in social media environments, but also from authoritative blogs and news sources covering advertiser content editorially.

The impact of the recommendation on consumers is considerable:

Viewers are more likely to enjoy a video when it has been recommended than when encountered through browsing (14 percent higher enjoyment).

Viewers are more likely to recall a brand name when the social video has been recommended than when encountered through browsing (7 percent higher recall).

Viewers are more likely to engage with an ad's messages when the social has been recommended than when encountered through browsing (10 percent higher brand association).

Ultimately, enjoyment of the video correlated positively with all tested brand metrics in the sales funnel, including brand favorability and final purchase intent.